It is well known that traditional advertising media are losing their ability to transmit information and influence the selected target audience. Therefore, their effectiveness is diminishing. Using data collected from a sample of 425 people living in two cities and one rural area in Scotland, this exploratory study investigates the perceptions towards a nontraditional, outdoor, transit advertising medium that has not been researched previously: traditional black cabs. It reveals that the medium is far from being unnoticed by the respondents, who accept it better than anticipated. In addition, the findings imply that the extent to which the medium is consciously noticeable very much depends on the perceived contact with outdoor advertising, the region in which the participants live, and their attitude towards outdoor advertising and advertising in general.
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Veloutsou et al. (2005) studied this question.
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